1. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 1 Endorsers and Message Appeals in Advertising

2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter Objectives After reading this chapter you should be able to: 1.Describe the role of endorsers in advertising. 2.Explain the requirements for an effective endorser. 3.Appreciate the factors that enter into the endorser- selection decision. 4.Discuss the role of Q-Scores in selecting celebrity endorsers. 5.Describe the role of humor in advertising. 6.Explain the logic underlying the use of appeals to fear in advertising. 2

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter Objectives (cont’d) 7.Understand the nature of appeals to guilt in advertising. 8.Discuss the role of sex appeals, including the downside of such usage. 9.Explain the meaning of subliminal messages and symbolic embeds. 10.Appreciate the role of music in advertising. 11.Understand the function of comparative advertising and the considerations that influence the use of this form of advertising. 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Use of Humor and Comparisons in Advertising: PC Guy versus Mac 4

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Role of Endorsers in Advertising: Despite Troubles, Tiger Continues to be Near the Top of Endorser Income 5

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Celebrity Endorsers Examples of top celebrity endorsers today? Advertisers are willing to pay large salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products Any problems with the use of celebrity endorsers? 6

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Top Endorsement Incomes of American Athletes 7

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Role of Q-Rating (Q-Scores) Q = (popularity/familiarity) x 100 number of people who describe the source Q = as “one of their favorites” x 100 number of people who know of the source 8

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Typical-Person Endorsements Show regular people using or endorsing products Avoid the backlash from using “beautiful people” who may be resented Real personal experience of the benefits of the particular brand grants a degree of credibility It is more effective to use multiple people rather than a single individual 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Practical Considerations in the Selection of Endorsers 1.Celebrity and Audience Match-up 2.Celebrity and Brand Match-up 3.Celebrity Credibility 4.Celebrity Attractiveness 5.Cost Considerations 6.Working Ease and Difficulty Factor 7.Saturation Factor 8.Trouble Factor 10

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. “Success Factors for Athlete Endorsers” Attention getters Basketball, tennis, golf athletes are easier Large market exposure needed Good rapport with media Charisma, honesty Someone who is known by everyone – not just in sports 11

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Kelman’s Source Attributes and Receiver Processing Modes 12

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 11.1: The Use of Humor in Advertising -- E*Trade Baby 13

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Role of Humor in Advertising: Positive Effects Attracts attention Enhances liking of ad and brand Does not hurt comprehension (?) Does not harm persuasion (?) Does not harm source credibility (?) Nature of product affects the appropriateness of using humor (e.g., feeling-oriented; under low involvement) (“?” below = debate on effects) 14

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Role of Humor in Advertising: Negative Effects Effective only when consumers’ evaluations of the advertised brand are already positive Effect of humor can differ due to differences in audience and geographical characteristics Humorous message may be so distracting that receivers ignore the message content 15

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Appeals to Consumer Fears Use of fear: physical or impending problems Appeals to fear can be effective as a means of enhancing motivation (yet ethical issues) Can identify the negative consequences of: Not using the product Engaging in unsafe behavior (drinking and driving) Can take the forms of either social disapproval or physical danger 16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Appeals to Consumer Fears Social Disapproval (Not using the advertised brand) Physical Danger (Engaging in unsafe behavior) Consumers’ Motivation to Avoid Negative Consequences Fear-Appeal Logic Stimulate audience involvement with a message Promote acceptance of message arguments Appropriate Intensity of Threat Level Scarcity: Psychological Reactance (Fear of losing out) 17

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Inverted-U Hypothesis: Appropriate Fear Intensity Degree of Persuasive Effectiveness Level of Fear Intensity LowHighModerate (Note: this is an incomplete explanation) 18

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Parallel Response Model (Leventhal 1970) Fear appeal with solution  danger cues  danger control  adaptive action (e.g., change behavior) Fear appeal without solution  fear cues  fear control  emotional response (e.g., anxiety) What two factors are needed for fear appeals to be effective? 19

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. For Fear Appeals to be effective… 1.Appropriate level of threat given the involvement of the target market 2.Need a prominent solution (e.g., your brand or service) for the fear created 20

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Functions of Music in Advertising Functions of Music in Advertising: Attracts attention Promotes positive mood Increase receptivity of message Communicates meanings Classical conditioning and tempo research on music 21

22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Distraction from Message Content Attractive sources, background scenery, colors, music Arguments in favor of distraction: Reduces counterarguments, positive emotions, conditioning Arguments against distraction: Why intentionally try to distract when there are thousands of other distractions in processing of ads? 22

23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Use of Sex Appeals in Advertising Elicits attention Enhances recall? Positive affect? Cultural issues 23

24. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Subliminal Messages and Symbolic Embeds Subliminal Refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness 24

25. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. A Cautious Challenge Three forms of subliminal stimulation: Visual stimulation using a tachistoscope Accelerated speech in auditory messages Embedding of hidden symbols Any evidence of support? Subliminal perception Link between subliminal advertising and behavior? See Timothy Moore (Journal of Marketing 1982), “Subliminal Advertising: What You See is What You Get” 25

26. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Message Sidedness: Generalizations Use a 2-sided message if... 1.The audience does not already agree with the topic (brand, ad message) 2.Counterarguments are anticipated 3.The audience uses the competitor’s brand 4.The audience is better educated 26

27. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 11.2: Illustration of a Direct Comparative Advertisement 27

28. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 11.3: Illustration of an Indirect Comparative Advertisement 28

29. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Considerations in the Use of Comparative Advertising Use if the audience does not have a prior preference for the comparative brand Use with low involvement purchases (weak evidence) Use with new brands that possess distinct advantages over competition Use if claims are credible (test results, spokespersons, 2-sided claims) Use if sales are static and non-comparative ads ineffective (weak evidence) Use in print (versus broadcast) media Relative framing of questions on comparative ad effects is important 29

30. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Presentation Order Order Where Claims PresentedWhen to Use 1. Anticlimaxbeginninglow involvement 2. Pyramidalmiddlenever 3. Climaxendhigh involvement Is this more important for audio or visual print ad information? 30

31. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. When the Audience Should Be Able to Draw Their Own Conclusions 1.When they feel they are being manipulated or their intelligence is being insulted 2.Under high personal (ego) involvement 31